Childhood radio tunes led Angie Balderas through a door to community engagement

As a child, Angie Balderas’s days were ruled by a single Spanish-language radio station. Balderas said at the time there was only one Spanish radio station in her hometown of Lincoln and the DJ’s could play whatever they wanted and this particular DJ played the same songs at the same time every day.

Soon Balderas associated certain songs with her daily routine, particularly Antonio Aguilar songs. It was this exposure to radio that sparked her love and passion for media and advocacy for her Latino community.

Balderas is the Senior Vice President and General Manager at Entravision Communications, a Hispanic marketing agency.

Her expertise lies in creating and executing marketing campaigns and events for Sacramento’s Latino community. For her, this work shines a light on an often overlooked community and holds companies accountable on where they invest their money.

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“When you’re doing what I do, you see the disparity of investment,” Balderas said. “Companies like Safeway and Raley’s spend thousands and thousands in advertising, and yet they don’t advertise to the Latino market.… It’s important to invest, but it’s also important to invest and hold accountable those who can invest like those people who benefit and profit from our community.”

Balderas seeks to do all she can to close the disparity gap and provide impactful guidance to young Latinas. She is involved in Mentoring and Inspiring Women in Radio, and is a Board Director for the Girl Scouts of Northern California.

In all her roles, Balderas said she seeks to encourage confidence in the women and girls around her as so many have throughout her career.

“When somebody opens the door for you, you have to have the guts to walk through it.”

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